How This Ossining Farmhouse Reached the New York Times
A case study in strategic pricing, precision marketing, and disciplined execution in Westchester real estate
Selling a distinctive property in Westchester County requires far more than placing a home on the MLS and waiting for interest to materialize. This was especially true for a rare 1750 farmhouse set on five acres in Ossining. Homes of this caliber, scale, and historical character simply do not trade frequently, and the path to a successful sale required a thoughtful, phased strategy rather than a one size fits all approach.
Below is a transparent look at how I positioned, marketed, and ultimately sold this property, culminating in its selection for the New York Times “On the Market” feature.
Phase One: Private Exclusives and Market Testing
We began with Compass Private Exclusives. At the outset, the property was not ready for public showings. There were tenants in place, and while the land and architecture were extraordinary, the home did not yet present at its full potential.
Rather than rushing to market, we tested pricing privately. Historic farmhouses on acreage in Ossining are exceptionally rare, which made comparable sales limited and pricing sensitivity critical. Private Exclusives allowed us to quietly gauge buyer response, generate early interest, and collect meaningful feedback without creating public market exposure or days on market pressure.
This phase also ensured we were operating from market reality well before the public launch.
Phase Two: Coming Soon With Intent
Once the tenants vacated, the home was fully prepped for market. We used insights gathered during the Private Exclusive phase to adjust pricing based on real buyer behavior rather than speculation.
With market conditions softening, we launched the property as “Coming Soon” on the MLS for two weeks. During this period, I activated a coordinated digital and print campaign, paired with personalized invitations for the open house debut. The objective was to build anticipation, control first impressions, and ensure the home entered the public market with momentum rather than hesitation.
Phase Three: Audience Tracking and Data Driven Decisions
Each week, my sellers received a detailed progress report outlining key performance metrics, including where web traffic was originating.
In this case, the data was unequivocal. The majority of views were coming from New York City. Zillow emerged as the dominant source of buyer activity. Armed with this information, I refined our digital strategy and retargeted advertising specifically to the NYC buyer pool most likely to value acreage, privacy, and historic character.
This is a critical step that is often overlooked. Marketing is not static. It should evolve in real time based on how buyers are actually engaging with the listing.
Phase Four: Strategic Investment in Exposure
To ensure the home stood out in a competitive digital landscape, I made a significant additional investment in Zillow promotion. The listing received approximately 75% more views as a result.
Although professional photography and floor plans had already been completed, I chose to reinvest using Zillow Showcase vendors because it was the right decision for my clients. We produced a tour video, additional aerial footage, and a dedicated agent video to elevate the presentation and communicate the scale, setting, and lifestyle the property offered.
This level of investment is not automatic. It is a deliberate choice made when the property and the market justify it.
Phase Five: New York Times Consideration
As part of the broader exposure strategy, I personally met with the New York Times at the property for editorial consideration. The home was ultimately selected for their “On the Market” feature, a powerful validation of both the property’s uniqueness and the marketing narrative surrounding it.
Editorial exposure of this caliber is never accidental. It is the result of thoughtful positioning, professional presentation, and credibility with national outlets.
Phase Six: Negotiation and Collaboration
When offers emerged, my sellers made the strategic decision to collaborate with cooperating brokers rather than narrow the field. I worked closely with the buyer’s agent to negotiate terms that aligned with both parties’ priorities.
The result was a transaction that reflected fair value, thoughtful negotiation, and a successful outcome for buyer and seller alike.
What This Means for Sellers in Westchester
If you are considering selling a home in Westchester and want a strategy tailored to your property, your timing, and the current market, I welcome the opportunity to speak with you. A brief, no-obligation conversation can help determine whether my approach is the right fit for your goals.
To discuss your home or request a private valuation, contact Melissa Colabella, Westchester real estate agent specializing in thoughtfully marketed listings across the Hudson River towns and all of Westchester County.
914-439-0139
IG: @DestinationWestchester
